The graphic design profession is among those most dramatically impacted by artificial intelligence, and Marine Bord, an independent graphic designer in the Loire Valley region of France, finds herself questioning her professional future as AI technology reshapes her industry.
From her office overlooking the garden at Place de Strasbourg in Tours, Bord works at her computer creating digital illustrations for her next commission. She has been running her own graphic design business since 2017, serving a diverse client base that includes wineries, real estate companies, artisans, a wholesale supplier of neonatal equipment, and various business owners. Her career has evolved significantly since earning her diploma in 1999 from Brassart School in Tours, which specializes in graphic design.
Throughout her career in communication agencies, Bord has adapted to technological changes, mastering desktop publishing software, Xpress, and later the InDesign suite. "We've always had to adapt, learn, and follow software developments," she explains. "But with artificial intelligence, we're changing dimensions. I'm questioning the meaning of our work."
In graphic design and communications, AI has proven capable of creating complete illustrated campaigns from start to finish. The technology can generate logos, create fictional photos, and write text content. AI tools are now integrated into professional graphic design software, offering capabilities that Bord describes as "incredible" for time-saving tasks.
"For tasks like background removal, filter adjustments, adding texture in Photoshop, and document resizing, these capabilities are amazing and save enormous amounts of time," Bord notes. "For example, when changing document formats, we used to spend two hours resizing everything manually." She acknowledges that AI can be useful for repetitive and time-consuming tasks like image cutouts.
However, Bord expresses deep concerns about the implications for her profession. "I'm questioning the meaning of our work. If they take away creation, the heart of our profession, it completely replaces us. That's worrying," she says. The designer has already witnessed clients beginning to handle their own graphic campaigns using AI tools.
"This year, a client created his own new packaging designs with AI, so he no longer needed me," Bord reveals. "Another showed me a new company logo made with AI. It was very polished, in 3D, with lighting effects." Despite the impressive results, she often notices flaws in AI-generated work. "The images can be smooth, plastic-looking, unnatural – you can see it with the naked eye. It's also very impersonal. I try to explain to my clients that it lacks the human touch."
Bord hopes that personal contact, human knowledge, and the designer's artistic touch will continue to make a difference, though she wonders for how long. "I'm in complete doubt about my profession. Should I follow the evolution and get trained? Or should I give up and change careers?" she questions.
The graphic designer's experience reflects a broader trend affecting creative professionals as AI technology becomes increasingly sophisticated and accessible to businesses across various industries. Her story illustrates the complex challenges facing traditional creative roles in an era of rapid technological advancement.
